Teenagers: Declare your independence

Teenagers: Declare your independence

Ever had a mother that was just a little too in-your-face when you were trying to do your teenager-type things?

B&T Magazine
Posted by B&T Magazine

How about mother who picked the same dress as you to wear, or a mother who also leaned over you as you stood close behind the girl to help her shoot some pool?

Australia Post’s is launching its new campaign to “Declare your Independence”, targeting young adults for the first time in its 200 year history.

With the help of advertising agency GPY&R, the campaign will be promoted through TV, digital, social and in-store for its new teenage product line such as the Keypass Proof of Age card and Load&Go Reloadable Prepaid card.

“This is a new and exciting campaign for Australia Post,” Megan Hair, marketing and communications manager at Australia Post, said.

“It is the first time we have targeted the youth segment and we think the TV commercials GPY&R have created and developed will appeal not only to youth but also to parents.

“We are very excited and looking forward to a positive customer response from this campaign.”

Check out the slightly invasive mums in the two adverts below.

Ring any bells for anyone?

http://www.youtube.com/watch?v=hzELcSEVmcs

http://www.youtube.com/watch?v=O1dFmMqz9Zg

Credits: Bob Hooper: Executive Manager; Sales, Marketing and Channels Megan Hair: Manager, Marketing and Communications Joshua McLean: Senior Marketing Manager Agency: GPY&R Melbourne Chief Creative Officer: Ben Coulson Managing Partner: Matt Farrugia  Creative Director: Evan Roberts Copywriter: Psembi Kinstan Art Director: Joe Sibley Senior Planner: Warren Davies Senior Producer: Luisa Peters Account Director: Anna Austin Senior Account Manager: Cathryn Reed Tech Lead: Brett Harris Digital Producer: Azba Shakoor Designer: Jess Ramsey Designer: Jack Kuzior Production company: Plaza Films Director: Paul Middleditch Producer: Peter Masterton Editor: Peter Whitmore Post Production: The Editors Sound production: Sound Reservoir